Print, Newspaper & Outdoor Copywriting

Much of the copywriting you see here received awards from both creative and industry competitions, as examples of the best of the genre. If you choose to hire me as your Toronto Freelance copywriter (who delivers Freelance Copywriting services globally, of course), I‘ll aim for the same thing. Magazines and newspapers are personal, tactile and intimate. If you have a magazine copywriting project like these Headwaters tourism guides, I will try to do what I did for these, which advertising guru Terry O’Reilly has called the best of their kind. I do long, rambling interviews with people to inform these pieces, as that’s the only way to capture the odd, unique, and rarely reported nuggets that can make the copy truly different and full of colour and character — if that’s what you want. I find things that no one else has found. Doesn’t your brand deserve that? As for outdoor advertising: if someone’s going to suddenly be in your face on the street, they better have something really interesting or fun to say. So that’s what we’ll go for, together. I’ll also insist on very lttle content. You don’t have time for lots of words and messages, especially at 100 km/h. (By the way, a newspaper (news·pa·per /ˈn(y)o͞ozˌpāpər) was a large printed publication, that you paid for, and that someone actually delivered to your house. And it’s still one of the better places to make a statement. You can dominate the coverage, something that most digital advertising doesn’t. You can be ripped out and pinned to a wall. You can be more creative and disruptive with the format than many mediums. And if you believe that you have news, a newspaper is where you share it.)

VOKE E-CIGARETTE LAUNCH, UK

Full campaign copywriting for this UK-wide launch.
MDA PRINT AD

Many Canadians grew up knowing that we've given the world other things than hockey and Alex Trebek, and the Canadarm is one of them. I did the copywriting and the concept for this ad celebrating the anniversary of the International Space Station. Design: Jacknife.
FOX HARB'R PRINT ADS 
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The medium should help you decide what to do: these ads ran in the EnRoute in-flight magazine, so people had both the time and the inclination to read something interesting. Art Direction and illustration: Inna Gertsberg.
2018 HEADWATERS TOURISM GUIDE 

The last three Guides were named Best in Show by the Economic Developers Council of Ontario in 2015, '16 and '17. Art Direction: Shawn Murenbeeld.

LOWER JUNCTION PROMOTIONAL BROCHURE. Writer, Concept.

This award-winning concept took people on a journey where, like in the development itself, they could take different paths, revealing new discoveries at every turn.
The piece opened to reveal a series of options that revealed even more options.

HEADWATERS 2016 VISITORS' GUIDE

Art Direction: Shawn Murenbeeld.

GRAND SPIRITS DISTILLERY

Concepts and copywriting for a new idea in an old town.
Art Direction: Shawn Murenbeeld. 

WALK-IN ISLAMIC CENTER, Toronto
This idea helped this organization gain media attention and new friends.
Creative direction and freelance copywriting. Art Direction: Fei Lu. 

NEW ISRAEL FUND OF CANADA
Art Direction: Deborah Caprara.

THE CO-OPERATORS INSURANCE

Magazine ads for an empathetic insurer.
Roche Macaulay & Partners. Copywriting. Art Direction: Jason Kinsella. 
MERCEDES-BENZ C-Class Launch

I was responsible for copywriting for the  biggest new product launch in Mercedes-Benz history.
Agency: Roche Macaulay & Partners

The newspaper FSI below featured a back-cover mail-in coupon for one (or two, what the heck) cars, underlining what a great deal they were. Lots of people sent them in. But the return postage was nuts.
OUTDOOR: Ontario Chiropractic Association

A smart client who chose creativity that, in this case, demonstrates exactly 
why they're needed. And is un-ignorable.
Manifest Communications. Creative Direction. Copywriting: Jeff Katz, myself. Art Direction: Shawn Murenbeeld. 


EINSTEIN BROTHERS BAGELS

The second one was banned in Utah.
Roche Macaulay and Partners, Copywriting. Art Direction: Dave Federico


BAYCREST HEALTH SCIENCES CENTRE

This is what newspaper is best at: making a big statement.

Manifest Communications. Creative Direction, Writing. Art Direction: Inna Gertsberg.

CANADIAN OPTHAMALOGICAL SOCIETY
Manifest Communications. Creative Direction, Writing. Art Direction: Deborah Caprara.

MERCEDES-BENZ E-Class
Roche Macaulay & Partners. Writing. Art Direction: Dave Federico. 


ONTARIO MEDICAL ASSOCIATION
Manifest Communications. Creative Direction, Writing. Art Direction: Fei Lu, Inna Gertsberg.


NATIONAL READING CAMPAIGN
Manifest Communications. Creative Direction, Copywriting
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